Should hypnotherapists give gift vouchers?

In my experience, the most common reason hypnotherapists consider giving gift vouchers is as a means of supporting some local good cause or event, perhaps as a raffle prize. But you may be thinking of vouchers as a way to expand your business, or even to promote as a Christmas gift? (Yes, I know I’m writing in August, but you need to think ahead if you want to do some holiday promotions).

At times of economic difficulties, we all have to consider new and innovative ways to reach potential clients and one such approach is to offer gift vouchers. 

So, I’m going to delve into the pros and cons so that you can make informed decisions about whether vouchers are something you want to use in your practice. Then I’ll tell you about my own experience and how to make the best choices if you decide to go ahead.

 

The Benefits of Offering Gift Vouchers for Hypnotherapy

1. It's an established way to promote goods and services
Many people see gift vouchers as more personal than giving cash, but still more flexible than buying a gift in the hopes that it will be appreciated. Gift vouchers are an excellent marketing tool in many different markets, from bookshops and chemists to clothing stores. So, it seems logical that it might work for us too. 

2. Expanding your client base
Someone who can’t afford hypnotherapy for themselves, or who hadn’t previously considered it, might decide it’s right for them if given a voucher. It gives you the chance to introduce these potential clients to the benefits you can offer.

3 Cash flow
You are paid for a gift voucher when you sell it, rather than when it is redeemed. This can be particularly useful at times when regular client bookings might be slower. Or even when you are away on holiday, as people can still purchase vouchers from your website.

4. Referrals
If a satisfied client purchases a gift voucher for a friend or loved one, it's essentially another way of getting word-of-mouth referrals. 

5. Promoting Self-Care
Gift vouchers encourage self-care, offering those who receive them the opportunity to spend time on their mental and emotional well-being. 

The Drawbacks of Offering Gift Vouchers for Hypnotherapy

1. It's someone else’s decision
Those who receive the vouchers might not agree with the giver that they have a problem. Or they might not be ready to deal with it. Even if the client is ready and willing, they may experience extra pressure to succeed from the fact that someone else has paid for the sessions. This can be motivating but it can also be overwhelming.

2. Risk of No-Shows
Building on the last point, gift voucher recipients might not be as committed to attending sessions as clients who have invested their own funds. This could potentially lead to a higher rate of no-shows or last-minute cancellations. This is financially not a problem as you already have the money, but it is still inconvenient. And it may be more difficult to enforce a non-attendance penalty with a voucher than if the client is paying you directly. 

3. Client compatibility
Not every therapy  - or therapist - suits every individual. When working with gift voucher recipients, you can’t vet your clients as you have no direct contact with them before the booking. And they don't choose you.

4. Administrative complications
Managing the admin around gift vouchers such as redemption, expiry dates, and what to do if the gift voucher recipient turns out to be contraindicated can be challenging.

5. Session planning
You may have a restricted number of sessions dictated by the amount paid for the gift voucher or by its expiry date. This might mean you can’t do all the work you would like to, or that you have to be structured in your approach than usual.

The Gift Voucher Client

I promised to let you know my own experience, which was, on the whole, positive. At the time, I worked above a shop near Leeds, in a room which I hired by the day. It was one of these New-Agey sort of places, an Aladdin’s cave of whale music, dream catchers, aromatherapy candles, crystals and the like. I was aware they offered gift vouchers at Christmas to be used in the shop but didn’t know they had promised this particular person that I would honour one as well, and reclaim my fee from them. The first I knew of it was when my client booked the appointment and mentioned that that was how they'd be paying. 

My client was an elderly person who’d been given the voucher for Christmas by their family, to help them quit smoking. It had been inside a card with a collection of heart-rending messages written by their many children and grandchildren about how no one wanted them to die. They begged the client to quit so they could stay together as long as possible. I read a few, and they pulled no punches - the intended client had apparently spent much of Christmas in tears.

Luckily for me, this had been exactly the wake-up call this client needed. They had spoken about quitting for a while, but this was the final jigsaw piece falling into place and they were extremely motivated. We did the session, they quit, and everyone was happy. And hopefully, the next Christmas brought some happier messages in their cards! 

But I can still see all the things that might have gone wrong. Unmotivated client, only there because they wanted the family to stop nagging, with no investment (financial or otherwise) in the process. I’m sure you can add to the list. 

But, given the benefits of getting the word out there about your services, and supporting local good causes a bit of thought in offering vouchers can help you maximise the positive aspects while minimising these drawbacks. So, here’s my conclusion.

How to use gift vouchers in your practice

Allow vouchers to cover relaxation and well-being sessions only, especially if the voucher is for a single session. This gets around a lot of issues of unmotivated clients, expectations, scope of practice, contraindications etc. whilst still encouraging the client to access and enjoy your services. And virtually anyone can benefit from a guided relaxation session.

If you are using vouchers as a promotional tool by donating them as raffle prizes, don't give away too many at a time. Sometimes, these are not redeemed, but if they are you will need to have time available in your practice to honour them.

Provide recipients with informative materials about what to expect during their session when they book their appointment. Most clients approach you having already done some research on hypnotherapy but someone who has simply been given a voucher may know nothing about how it can help them. A bit of education can help manage expectations and ease any anxiety.

Have transparent policies: clearly outline terms and conditions on the reverse of the voucher to avoid any misunderstandings. Include:

• a clear expiry date and a statement that the voucher cannot be used or refunded after that date,
  
  
• a note that the voucher has no intrinsic value, and cannot be exchanged for cash,
  
  
• a cancellation policy in case the client books but doesn’t turn up,
  
  
• a clear indication of what the voucher is for – how many sessions, of what length etc. 
  
  
• the scope of what can be covered (just relaxation, or more?)
  
  
• a disclaimer that results may vary and are not guaranteed,
  
  
• a disclaimer that you reserve the right not to provide the service if, in your professional judgment, the gift voucher recipient and your services are not a good match.
  
  

This last example is your "Get Out of Jail Free" card. It includes obvious situations like if the potential client is contraindicated or wants to work on something unsuitable for hypnotherapy or that you aren't qualified to help with. But you could also invoke it in one of those very rare situations where you just don't feel safe or comfortable to work with the person involved. 

You will also need to say what will happen if the voucher can’t be used for one of these 'professional judgement' reasons, rather than just going out of date. If you have donated it to a good cause, no money has changed hands and you can either leave it at that or allow the original recipient to pass the voucher on to someone who can benefit from it. If you have been paid for the voucher, be clear about whether refunds would be made to the person presenting the voucher or the person who purchased it.

 

Gift vouchers can be a valuable addition to a hypnotherapy practice, offering benefits such as attracting new clients, boosting revenue, and promoting well-being and self-care. Donating a voucher to local good causes can raise awareness of your services in your area. They are easy to sell and send electronically, and some professional-looking templates are available free of charge through design websites such as Canva. 

However, it's important to approach the project with careful consideration of the potential drawbacks. By maintaining clear communication, flexibility, and a focus on the recipient's well-being, hypnotherapists can navigate these challenges and create a positive experience for both the giver and the receiver of these thoughtful gifts.

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Author: Debbie Waller is an experienced hypnotherapist and hypnotherapy trainer. She is the author of The Hypnotherapist's Companion, Their Worlds, Your Words, and The Metaphor Toolbox, all available from Amazon or direct from the author, and a co-writer of the Hypnotherapy Handbook.
Find out more about Debbie's services on
Yorkshire Hypnotherapy Training - multi-accredited hypnotherapy practitioner training, taster days and foundation levels.
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